Entrepreneurial Marketing Dimensions and Their Impact on the Performance of Indian SMEs: A Quantitative Cross-Sectional Study
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Entrepreneurial Marketing Dimensions and Their Impact on the Performance of Indian SMEs: A Quantitative Cross-Sectional Study
1RANBIR SINGH SODHI, 2DR. BYJU JOHN
1Research Scholar, 2Professor
1,2Department of Management, Kalinga University, Naya Raipur [C.G.], India
ABSTRACT
This study investigates the relationship between entrepreneurial marketing (EM) dimensions and the performance of small and medium enterprises (SMEs) in India. Building on the model proposed by Kilenthong et al., the research empirically validates four significant EM dimensions growth orientation, opportunity orientation, total customer focus, and value creation through networks within the Indian SME context. A descriptive research methodology was employed using a single cross-sectional design, with data collected through a structured survey administered to entrepreneurs across manufacturing and service sectors. The findings, derived from quantitative analysis, reveal that growth orientation, opportunity orientation, and total customer focus are the most influential factors driving SME performance. The results affirm that entrepreneurial marketing positively impacts business outcomes and provides practical insights for SME owners and policymakers seeking to strengthen enterprise competitiveness and resource utilization.
Keywords: Entrepreneurial Marketing, Small and Medium Enterprises, Market Orientation, Descriptive Research, Quantitative Study, India